The Strategies of the National Media for Modern Communication Media Policy Making

Document Type : Original Article


1 PhD Student of Communication Sciences, Department of Social Communication Sciences, Faculty of Humanities, North Tehran Unit, Islamic Azad University, Tehran, Iran

2 Assistant Professor, Department of Social Communication Sciences, Faculty of Social Sciences, Communication and Media, Tehran Center Unit, Islamic Azad University, Tehran, Iran


Communication policies are a set of principles and norms formulated to guide the performance of the information and communication  systems. Today, any policy-making in media organizations requires that other communication areas be fully considered.The present paper mainly concerns the strategies adopted by the National Media in modern communication media policies and the study aims to identify the most important strengths, weaknesses, opportunities, and threats of the National Media in this regard and  to formulate the appropriate operational strategies for the policy. In this study, a qualitative-quantitative method based on SWOT Analysis Matrix through purposive interviews with 12 media experts and policy makers of this Media was adopted to examine the related policies. In total, 12 strengths and opportunities have been identified as advantages and 11 weaknesses and threats as constraints. A score of 2.43 of the evaluation matrix of the internal factors and a score of 2.49 of the evaluation matrix of the  external factors show that weaknesses of the National Media policy-making on modern media outnumber its strengths, with the future threats which overshadow the opportunities; accordingly, some defensive strategies (WT) for tackling these threats have also been presented.


Akbarzadeh Jahromi, S. (2016). Consequences of Internet and Television Convergence on Media Policy in Iran .Culture-Communication Studies,17,7-45. (In Persian)
Akhlaghipour, M.,&  Golbakhshi, H.)2013). Assessing the audience and capacity of national media in cyberspace: a case study of the people of Bandar Abbas. Communication Research,20,9-35. (In Persian)
Alvani, S., Khanifar, H., & Haji Mollamirzaei, H. (2014) . Developing a policy model for cyberspace policy-making in the country. Socio Cultural Strategy,13(4), 75-100 .(In Persian)
Basiriyan Jahromi, H., Khaniki, H., & Zokayee, M. (2013). Social Media & Media Organizations:A Reviw Over Policy -Making Process in National Media in Confrontation With Face book. Communication Research, 20, 59-80. (In Persian)
Braman, S.)2004). Where has Media Policy Gone?Defining the Field in the Twnty- First Century, Vol. 9 . Lawrence Erlbaum Association.
Danaeifard, H., Alvani, S., & Azar, A .(2004). Methodology of Qualitive Research in Management:A Comprehensive Approach. Tehran: Saffar Publications. (In Persian)
Eskandari, N., & Mir Esmaeili, B. (2012 .( Investigating the Impact of Media Convergence on Media Policy from the Perspective of Management and Technology Specialists. Media Studies,17,159-175. (In Persian)
Faroog, J. (2020) , March . Role of Media in Policy Making:Special reference to Afghanistan. The International Journal of Social Sciences & Humanities Invention,  3,7,5821-5832.
Fiaz, H., & Qureshi, B. (2018)  . Social media & policy making in pakistan administrative review. Pakistan Administrative Review,208-221. (In Persian)
Forghani, M. (2001). New communication networks & mass media: confrontation or interaction? Media, 13(14), 48-57. (In Persian)
Freedman, D. (2010) .Media Policy Silences:The Hidden Face of Communications Decision Making. The International Journal of Press/ Politics,344-361.
Hashemi, S., Dindar Farkoush, F., & Ahmadi Marvili, L. (2011) . Conceptual model of audience use of Internet space. Media Studies,6,193-215. (In Persian)
Hemerijck, A. (2004). Media Policy for the Digital Age, Amesterdam: Amesterdam University Press.
Khajeh Sarvi, G., & Bayat, M. (2017). Policy Making of Ideal Media in Islamic Republic of Iran. Religion & Communication ,2,24,  105-131 (In Persian).
Khojasteh Bagherzadeh, H. (2019). Identification of Key Media Factors in Policy-Making for Radio& Television in Iran. Communication Research,   26,  109-137 (In Persian).
Khojir, Y. (2019( . Strategic Analysis Method SWOT in Communication & Media. News Science,29,8,,216-240 (In Persian) .
Kowsari, M., Montazer Ghaem , M., & Molaei, M. (2018). Believable scenarios for the future of content in cyberspace with the horizon of Iran 1404. Socio-Cultural Strategy ,7,5-34. (In Persian)
Majidi, H., & Ghanbari, R. (2012). The Position of the Audience in New Policy. Media ,23,67-92. (In Persian)
Mehrdad, H. (2001). Introduction to: Theories and concepts of mass communication. Tehran: Faran. (In Persian)
Motamed Nejad, K., & Motamed Nejad, R. (2007 (.Communication Rights. Tehran: Office of Media Studies and Development. (In Persian)
Neshat, N. (2005). Information Society, Encyclopedia of Library and Information Science. Tehran: National Library of Iran (In Persian).
Pakzad, A., & Khajeh Naeini, A. (2017). Media Policy Assessment in the Radio and Television Organization: A Case Study of the Media Horizon Vision Document. Strategy,26,175-196. (In Persian)
R.Lee, J. (1978). Towards Realistic Communication Policies. (K. Jahandari, Trans.) Tehran: Soroush publications. (In Persian)
Roshandel Arbatani, T. (2016). Media Policy. Tehran: University of Tehran Press(In Persian).
Roshandel Arbatani, T., & Labbafi, S. (2012). Explaining the Factors Affecting the Media Policy-Making Process in the Broadcasting Organization of the Islamic Republic of Iran. Media Journal, 23, 131-148. (In Persian)
Salehi Amiri, S., Amir Entekhi, S., Rezaei, A., & Soltanifar, M. (2017). Identifying Strengths and Weaknesses and Opportunities and Threats of Cultural Media Policy in Iran. Socio-Cultural Strategy, 6, 57-76. (In Persian)
Talebi, M., Kazemi, A., & Amjadi , H. (2017). New Cultural Policy and Social Media in the Islamic Republic of Iran: Challenges and Solutions. Political and International Research,8,79-107. (In Persian)
Verdinejad, F., & Bahrami Ashtiani, S. (2015). Policy Making & Media Management. Tehran: University of Tehran Press (In Persian).
Voltmer, K. (2014) .The Media in Transitional Democracies. Cambridgae: Polity Press.
Ward, D. (2008) .Television and Public Policy:change and continuity in an era of globalization . Mahwa: Lawrence Erlbaum Association press.
Yik, C. (2011) . Policy Press,Policy Learning and The Role of Provincial Media in China. Media, Culture & Society,193-210.